A case study of wedding planning is used to explore the concept of consumer ambivalence. Focus groups, in-depth interviews, and shopping trips were employed to generate text. A formal definition of consumer ambivalence is provided. Our analysis revealed four antecedents of consumer ambivalence:...

Most gift-giving research focuses on how aspects of the giver, recipient, or their relationship impact gift exchange. This longitudinal study of the Christmas giving of five informants demonstrates that givers strategically incorporate, or allow themselves to be influenced by, third parties when...